The Channel comparison block provides a comparison of the Alvie regression-based attribution model and the LNDA model for each channel within a custom grouping. This allows you to quickly see the differences between the modeling results.
To view the exact numbers, simply hover your mouse over the elements of the bar chart graph. A tooltip will appear, displaying the precise numbers.
1. If you are analyzing attribution model results based on Revenue, you will see how revenue is allocated to each channel by the two different attribution models:
2. If you are analyzing attribution model results based on Conversions, you will see how conversions are allocated to each channel by the two different attribution models:
You can easily switch between Revenue and Conversions by selecting the desired option at the top of the page.
How to interpret the data
Consider the following example:
In this example, the Alvie regression-based attribution model's results are shown in blue. The LNDA modelling results are presented in green.
In the selected timeline, the number of conversions is calculated as follows:
Channel | Regression-based attribution | LNDA |
Paid Social Campaign | 3.5 K | 1.5 K |
Paid Search Brand | 2.9 K | 4 K |
This means that:
For the 'Paid Social Campaign' channel, the Alvie regression-based attribution model assigns a higher credit (resulting in a higher number of conversions) compared to the LNDA model. This indicates that this channel had a greater impact within the customer's conversion funnel.
On the other hand, for the 'Paid Search Campaign' channel, the Alvie regression-based attribution model assigns a lower credit (resulting in a lower number of conversions) compared to the LNDA model. This suggests that this channel had a smaller impact within the customer's conversion funnel.